In 2025, makeup trends have shifted towards 'soft power', emphasizing a macro aesthetic rather than fleeting microtrends. This movement advocates for unobtrusive yet empowering makeup that enhances one's natural beauty rather than masking it. Soft power looks focus on a glowing complexion, minimal makeup techniques, and bolder choices that elevate self-confidence. This philosophy rejects the previous dominance of graphic, bold makeup styles, opting instead for a more subtle approach that embraces individuality and self-expression, marking a significant evolution in personal aesthetics for the upcoming summer.
Moving away from undetectable looks that have come to make us feel lesser-than... itâs letting you know itâs here and making you feel like the very best version of yourself.
Rather than being caught up in microtrends, we want our makeup choices to play a bigger role in our overall aesthetic.
Power makeup looks of yesterday were all about graphic eye liners, bold colours and sharp angles, but soft power is about makeup that makes you feel empowered.
Itâs not no-makeup makeup, it's unobvious makeup. Proving that soft power makeup doesn't need to be loud, this is makeup minimalism with an empowering edge.
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